Template
AI visibility baseline report template
A marketing lead needs a baseline to report to leadership before any optimization work begins.
Report structure
| Section | What goes in it |
|---|---|
| Scope | Category, engines tested, number of answers recorded, run dates |
| Measures | Mention rate, share of voice, average position, and citation share for the brand and each competitor, shown separately |
| Sources | The domains cited most often, with the share each holds |
| Gaps | Questions where competitors are mentioned and the brand is not |
| Limits | What the baseline does and does not show |
Example measures table
Figures below are placeholders for illustration only; they are not data.
| Brand | Mention rate | Share of voice | Average position | Citation share |
|---|---|---|---|---|
| Fernwell | 0% | 0% | not mentioned | 0% |
| Driftbay | 0% | 0% | not mentioned | 0% |
| Glimpse | 0% | 0% | not mentioned | 0% |
Limits to state every time
The four measures describe different things and are never combined into one score. A baseline is a snapshot: the same run a month later can differ. Answers to one question are repetitions, so the number of distinct questions matters more than the number of runs.